People Are Pissed that a Times Square Ad Is Telling Women to Suppress Their Appetites

If you crave food, you should eat it because you’re a human who requires sustenance and—oh yeah—because you don’t have to feel bad about eating regardless of whether you’re fulling a basic need or treating yourself! However, earlier this week, Twitter caught on to a Times Square billboard that specifically targets women and offers alternative advice.

The ad is pink and features a woman eating two Flat Tummy Co. appetite suppressing lollipops. “Got cravings?” it reads. “Girl, tell them to #suckit.”

After spotting the message, Sophie Vershbow, a New York-based social media editor, took a photo and shared it on Twitter with a plea for help getting the ad taken down. (It’s unclear how long it’s been up.) After all, its appetite-shaming doesn’t just send the wrong messages to women in general, but can be particularly triggering for people with a history of disordered eating.

Hey Twitter,

Let’s use our power for good by guilting @FlatTummyCo into taking down their Times Square billboard advertising appetite suppressants.

A former-anorexic teenage girl

When actor Jameela Jamil spotted the campaign, she called the brand out for targeting women in particular—”Why aren’t there any boys in the ad? Why is it fucking pink?”—in tweet that was liked more than 11,000 times and mustered hundreds of comments.

EVEN TIMES SQUARE IS TELLING WOMEN TO EAT LESS NOW? Have we actually gone mad? Why aren’t there any boys in the ad? Why is it fucking PINK? Because you feel men can look however they want? Their goals are to be successful. But ours are to just be smaller? Fuck off @FlatTummyCo ?

“This is maddening and heartbreaking and daylight robbery and an abuse of a woman’s self worth,” Jamil later added. Others chimed right in to critique the brand, which Kim Kardashian has promoted on Instagram, although the #ad was allegedly “mistakenly” deleted temporarily following backlash.

It’s disgusting that they even allow that kinda advert to be used in such a influential location! Women already have enough pressure look and behave how society says we should without that kinda thing! ?

I hate this. A woman with a tummy is absolutely beautiful and should be appreciated. All women should be worshipped as they are or however they choose to be. Let women be.

this is so fucked up it’s bad enough they continually advertise this shit but TIMES SQUARE? not only are young impressionable new yorkers gonna see it but people from all over the world are gonna see this dumbass ad

I am going to find this ad, and eat a cheeseburger in front of it while being happy. #FuckThePatriarchy

The company has yet to respond to a request for comment on whether their ad will be removed in response to the backlash. In the meantime, if you don’t like it, you can always just tell them to #SuckIt—their words!

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